staying 2.3 million 507 thousand visits … · Share of Total (%) % 38.4 23.0 10.1 71.5 28.5 100.0...

© Global Tourism Solutions (UK) Ltd

Monmouthshire County Council STEAM Tourism Economic Impacts 2017 Year in Review Summary

Monmouthshire’s Visitor Economy This is a summary of the annual tourism economic impact research undertaken for Monmouthshire County Council by Global Tourism Solutions (UK) Ltd.

Visitor Numbers

+1.1% between

2016 and 2017

Monmouthshire received

2.3 million

Tourism Visits during 2017

Visitors staying overnight within the area as part of a holiday or

short break, accounted for 507 thousand visits and

1.3 million nights in local accommodation

1.8 million tourism visits made by Day Visitors

A total of £204 million was

generated within the local economy through visitor and tourism business expenditure £ Day Visits generated £58 million for

the local economy in 2017

Monmouthshire’s

staying visitors spent

£44 million

on local accommodation,

staying 2.6 nights on average

In total, staying visitors generated a total

economic impact of £146 million for local businesses and

communities

Visitors play a vital role in supporting

nearly 3,000 full time equivalent jobs locally

Economic Impact +4.9% between 2016 and 2017

3.10 million Visitor Days generated

by visitors to Monmouthshire in 2017

Total Visitor Days +2.5% between 2016 and 2017, accounting

for an additional 76,000 days


Visitor Types Staying Visitors encompass all tourists staying overnight for at least one night in one of the following types of accommodation:

Serviced Accommodation - including Hotels, Guest Houses, B&Bs, Inns

Non-Serviced Accommodation – including Self-Catering properties such as Houses, Cottages, Chalets and Flats, as well as Camping and Caravanning, Hostels and University / College accommodation

Staying with Friends and Relatives (SFR) – unpaid overnight accommodation with local residents

Day Visitors visiting the area on a non-routine and non-regular leisure day trip from a home or holiday base

2017

Total Visitor

Numbers

2.304m

Visitor Numbers In 2017, there were an estimated 2.30m tourism visits to the Monmouthshire County Council area, 1.1% higher than in 2016 and 5.2% higher than in 2015.

Key Figures: Visitor Numbers

Visitor Numbers Serviced Non-Serviced SFR Staying Visitors

Day Visitors All Visitors

2017 (Millions) M 0.287 0.077 0.143 0.507 1.798 2.304

2016 (Millions) M 0.265 0.072 0.143 0.480 0.800 2.280

Change 16/17 (%) % +8.1 +7.0 +0.4 +5.7 -0.1 +1.1

Share of Total (%) % 12.5 3.3 6.2 22.0 78.0 100.0

Day visitors continue to be critically important to Monmouthshire and the 1.8 million day visits accounted for 78% of all visits to the county. Day visits decreased by 0.1% from 2016 levels, but 2016 was a particularly strong year for day visitors and the 2017 figure is still 6.0% higher than that for 2015. The performance of the staying visitor sector, however, was extremely good, driven by increases in both bed stock and occupancy. Visitor numbers to serviced accommodation increased by 8.1% and those to non-serviced accommodation by 7.0% - both of these are significantly higher than the South East Wales averages of 3.4% for serviced and 5.1% for non-serviced accommodation. Since 2012, the annual number of staying visitors to Monmouthshire has increased by 14.5% - over 64,000 extra visitors in 2017 compared with 2012.

% Change 2016-2017

+1.1%

Net Change 2016-2017

+25k Visits


Total Visitor Days

3.091m

Visitor Days Monmouthshire’s 2.30m tourism visits during 2017 generated a total of 3.09m visitor days spent within the County Council area - an increase of 2.5% between 2016 and 2017.

Key Figures: Visitor Days

Visitor Days Serviced Non-Serviced SFR Staying Visitors


2017 (Millions) M 0.470 0.482 0.341 1.293 1.798 3.091

2016 (Millions) M 0.434 0.441 0.340 1.215 1.800 3.015

Change 16/17 (%) % +8.3 +9.3 +0.4 +6.5 -0.1 +2.5

Share of Total (%) % 15.2 15.6 11.0 41.8 58.2 100.0

Staying visitors accounted for 41.8% of all visitor days and a total of 1.293 million days spent in Monmouthshire during 2017. Within the staying visitor market, visits using paid accommodation accounted for the largest portion, with 470,000 days spent in serviced accommodation (up 8.3%) and 482,000 days spent in non-serviced accommodation (up 9.3%). The increase in total staying visitor days of 78,000 (6.5%) also led to an increase in market share for staying visitors, from 40.3% in 2016 to 41.8% in 2017. This is an improvement on the South East Wales staying visitor growth of 2.8% for 2016-17. The regional market share for staying visitors actually fell slightly, from 28.9% to 28.4%. Given the economic advantages of staying rather than day visitors this is good news for Monmouthshire.

% Change 2016-2017

+2.5%


+76k Visitor Days

Average Length of Stay for Different Visitor Types: 2017

Staying Visitors

2.6

Day Visitors

1

All Visitors

1.3

Serviced Accommodation

1.6

Non-Serviced Accommodation

6.3

Staying with Friends/Relatives

2.4


Total Economic

Impact

£204.43m

Visitor Expenditure and Total Economic Impact Tourism visits were estimated to have generated £204.43 million for the local economy in 2017, an increase of 4.9% compared to 2016. (All 2016 figures are given in £s 2017 to remove inflation effects.) This figure comprises direct expenditure of visitors on goods and services (£154.7 million) and the subsequent indirect / induced economic effects arising within the local economy (£49.8 million). The 4.9% increase was slightly above the 4.7% growth for South East Wales, due to Monmouthshire’s above-average increase in staying visitor days and numbers.

Distribution of Economic Effects

2017 Direct Visitor Expenditure Indirect and

Induced

Total Economic Impact Accommodation Food & Drink Recreation Shopping Transport Total Direct

Totals £44.1m £40.1m £13.0m £29.8m £27.7m £154.7m £49.8m £204.4m Note: m = million

Key Figures: Economic Impact

Economic Impact £s 2017 Serviced Non-Serviced SFR Staying Visitors


2017 (£ Millions) £M 78.4 47.0 20.7 146.2 58.3 204.4

2016 (£ Millions) £M 72.1 43.9 20.6 136.6 58.3 195.0

Change 16/17 (%) % +8.8 +7.1 +0.4 +7.0 -0.1 +4.9

Share of Total (%) % 38.4 23.0 10.1 71.5 28.5 100.0

Each visitor day brings an average of £66.14 to the local economy, ranging from £32.41 for day visitors to £166.99 for visitors staying in serviced accommodation. Staying visitors generate an average income for Monmouthshire of £288.40 per visitor.

% Change 2016-2017

+4.9%


+£9.47m

Average Economic Impact Generated by Each Type of Visitor: 2017

Economic Impact Serviced Non-Serviced SFR Staying Visitors Day Visitors All Visitors

Economic Impact per Day £166.99 £97.46 £60.71 £113.01 £32.41 £66.14

Economic Impact per Visit £273.39 £614.31 £144.53 £288.40 £32.41 £88.71


Total Employment

Supported

2,968 FTEs

Employment Supported by Tourism Tourism visits to Monmouthshire in 2017 were estimated to have supported 2,968 Full-Time Equivalent jobs (FTEs). 82% of these FTEs (2,437) are assumed to have been generated directly through the expenditure of visitors (Direct Employment), with the remaining 18% being indirect and induced (531), that is supported through the supply chain and further rounds of expenditure within the economy including employee spend.

Distribution of Employment

2017 Direct Employment Indirect

and Induced

Total Employment Accommodation Food & Drink Recreation Shopping Transport Total Direct

Totals 1,046 659 204 363 165 2,437 531 2,968

Key Figures: Employment Supported

Employment Supported

Direct Employment Indirect and

Induced Total

Serviced Non-

Serviced SFR

Staying Visitors

Day Visitors

Total Direct

2017 (FTEs) FTE 960 743 193 1,897 540 2,437 531 2,968

2016 (FTEs) FTE 916 715 197 1,828 555 2,383 512 2,895

Change 16/17 (%) % +4.8 +4.0 -1.9 +3.7 -2.7 +202 +3.8 +2.5

Share of Total (%) % 39.4 30.5 7.9 77.8 22.2 100

The largest portion of the direct employment supported is associated with the activity of visitors staying in serviced accommodation, accounting for 960 FTEs. Tourism spend supports the most employment in the Accommodation (1,046 FTEs) and Food & Drink (659 FTEs) sectors.

% Change 2016-2017

+2.5%


+73 FTEs

Distribution of Key Impacts by Quarter: 2017


STEAM FINAL TREND REPORT FOR 2006-2017

MONMOUTHSHIRE COUNTY COUNCIL

2017 2016 +/- % 2017 2016 +/- % 2017 2016 +/- % 2017 2016 +/- % 2017 2016 +/- % 2017 2016 +/- %

Visitor Days M 0.470 0.434 8.3% 0.482 0.441 9.3% 0.341 0.340 0.4% 1.293 1.215 6.5% 1.798 1.800 -0.1% 3.091 3.015 2.5%

Visitor Numbers M 0.287 0.265 8.1% 0.077 0.072 7.0% 0.143 0.143 0.4% 0.507 0.480 5.7% 1.798 1.800 -0.1% 2.304 2.280 1.1%

Direct Expenditure £M 154.67 147.31 5.0%

Economic Impact £M 78.45 72.09 8.8% 47.00 43.89 7.1% 20.72 20.64 0.4% 146.17 136.62 7.0% 58.26 58.35 -0.1% 204.43 194.97 4.9%

Direct Employment FTEs 960 916 4.8% 743 715 4.0% 193 197 -1.9% 1,897 1,828 3.7% 540 555 -2.7% 2,437 2,383 2.2%

Total Employment FTEs 2,968 2,895 2.5%

2017 2016 +/- % 2017 2016 +/- %

44.06 40.96 7.6% 1,046 1,012 3.4%

40.11 38.50 4.2% 659 672 -1.9%

13.02 12.50 4.2% 204 192 6.1%

29.78 28.71 3.7% 363 349 3.9%

27.70 26.65 4.0% 165 159 4.0%

154.67 147.31 5.0% 2,437 2,383 2.2%

49.76 47.65 4.4% 531 512 3.8%

204.43 194.97 4.9% 2,968 2,895 2.5%

This report is copyright © Global Tourism Solut ions (UK) Lt d 2018 Report Prepared by: Cat hy James. Dat e of Issue: 30/ 05/ 18

A Fal l of 3% or more

All Visitor TypesAn increase of 3% or more Staying in Paid Accommodation Staying with Friends and

Relatives (SFR)Less than 3% change Serviced Non-Serviced

Sectoral Distribution of Economic Impact - £M including VAT Indexed to 2017Sectors

Sectoral Distribution of Employment - FTEs

KEY Serviced Non-Serviced SFR All Staying Visitors Day Visitors All Visitor Types

Visitor Days

Visitor Numbers

Total Economic Impact

Direct Employment

COMPARATIVE HEADLINES

Indirect

TOTAL

Accommodation

Food & Drink

Recreation

Shopping

Transport

TOTAL DIRECT

PERCENTAGE CHANGE BY VISITOR TYPE AND PERFORMANCE MEASURE - COMPARING 2017 & 2016 - INDEXED TO 2017

Comparing 2017 and 2016

2016 in 2017 prices (1.026)

KEY PERFORMANCE INDICATORS BY TYPE OF VISITOR - COMPARING 2017 & 2016 - INDEXED TO 2017

KEY

All Staying Visitors Day Visitors

8.3

%

8.1

%

8.8

%

4.8

%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

21.6%

19.6%

6.4%14.6%

13.5%

24.3%

Accommodation

Food & Drink

Recreation

Shopping

Transport

Indirect

35.2%

22.2%6.9%

12.2%

5.6%

17.9%

Accommodation

Food & Drink

Recreation

Shopping

Transport

Indirect

9.3

%

7.0

%

7.1

%

4.0

%

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

0.4

%

0.4

%

0.4

%

-1.9

%

-3.0%

-2.0%

-1.0%

0.0%

1.0%

6.5

%

5.7

%

7.0

%

3.7

%

0.0%

2.0%

4.0%

6.0%

8.0%

-0.1

%

-0.1

%

-0.1

%

-2.7

%

-3.0%

-2.0%

-1.0%

0.0%

2.5

%

1.1

%

4.9

%

2.2

%

0.0%

2.0%

4.0%

6.0%

staying 2.3 million 507 thousand visits … · Share of Total (%) % 38.4 23.0 10.1 71.5 28.5 100.0...

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